Coty Inc. has signed a long term license agreement with model and TV presenter Lena Gercke to develop, produce and distribute the first fragrance under the LeGer brand.
The scent will debut this summer in Germany, Austria and Switzerland.
The news follows strong fragrance results for Coty in mass and prestige fragrance; the Gercke brand will be distributed by Coty's mass-focused consumer beauty business.
Stefano Curti, Coty’s chief brand officer consumer beauty, said, “We are delighted to be collaborating with Lena Gercke to bring our shared vision to life in the beauty space. Lena’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her.”
Gercke, CEO and founder of her namesake brand, added, “This partnership with Coty marks another big step for the brand as we make our foray into the beauty space. I am thrilled to be working with the industry leader, to develop a fragrance which is emblematic of the ethos that underpinned LeGer’s creation: the idea of being able to express yourself freely and feel confident and comfortable with who you are.”
